Neeo<\/a> i el podcast Els Mediatitzats li ha posat xifres: 7.012\u20ac cobra El Mundo, 7.161\u20ac L’Espanyol, 4.492\u20ac ABC, 4.719\u20ac ElDiario.es, 2.800 El Confidencial, 2.532\u20ac La Raz\u00f3n o 2.178\u20ac P\u00fablic alguns exemples de diaris amb una l\u00ednia editorial molt diferent. Passa tamb\u00e9 les webs de grans emissores, 2.662\u20ac \u00e9s la tarifa de la COPE, 2.662\u20ac la d’Onda Cero, 1.168\u20ac la dels 40 o 1.154\u20ac la de Rock FM. Tamb\u00e9 el trobem als diaris econ\u00f2mics, a 4.398\u20ac a Cinco D\u00edas, 2.312\u20ac Bolsaman\u00eda; en revistes de refer\u00e8ncia, 5.000\u20ac a Muy Interesante o Marie Claire; en blocs famosos: 5.569\u20ac Neomotor, 2.360\u20ac AutoBild; a la web de televisi\u00f3 Vertele 4.396\u20ac; i fins i tot a Forocoches, amb tarifa de 800\u20ac. Totes les publicacions a internet, sense distingir ideologia o tem\u00e0tica fan linkbuilding, cobrant en funci\u00f3 del seu nombre de visites i usuaris \u00fanics, i es pot contractar a trav\u00e9s dels Marketplaces, uns intermediaris entre els quals hi ha noms com Growwer, Coobis, Prensalink o Leotycs, entre altres. <\/p>\n\nEl que es compra \u00e9s, sobretot, el treball d’uns redactors que elaboren not\u00edcies espec\u00edfiques per respondre a l’inter\u00e8s d’un producte, un servei, o per ajudar estrat\u00e8gies d’influ\u00e8ncia creades espec\u00edficament per lobbys. Si est\u00e0 mal fet pot ser molt evident, una mica matusser, i fins i tot el lector menys cr\u00edtic se n’adonar\u00e0: aix\u00f2 \u00e9s publicitat. Per\u00f2 si est\u00e0 tractat de forma professional per periodistes del propi mitj\u00e0, com sol passar, o per col\u00b7laboradors amb prou traject\u00f2ria, ho llegir\u00e0s sense comprendre que en realitat t\u00e9 una intenci\u00f3 comercial. I aqu\u00ed estem parlant \u00fanica i exclusivament del linkbuilding, que \u00e9s nom\u00e9s una part dels continguts pagats. <\/p>\n\n
El periodisme professional sempre s’ha negat categ\u00f2ricament a aquest tipus de pr\u00e0ctiques. Defensant que la seva capacitat per ser el Quart Poder i explicar la veritat nom\u00e9s \u00e9s possible des de la independ\u00e8ncia econ\u00f2mica, gr\u00e0cies als lectors que paguen per aix\u00f2. Antigament per l’exemplar f\u00edsic i avui a trav\u00e9s de les subscripcions. Aix\u00ed van n\u00e9ixer abans de la pand\u00e8mia nous mitjans com CTXT o InfoLibre, els quals van assegurar el 2018 que no es prestarien a aquestes pr\u00e0ctiques, avui perfectament integrades al seu model de negoci. No \u00e9s que ells s’hagin venut, simplement no hi ha cap mitj\u00e0 al nostre pa\u00eds que pugui viure exclusivament de les subscripcions, o de la suma d’aquestes i la publicitat directa, anuncis i campanyes. Motiu pel qual avui tots fan el linkbuilding i els continguts pagats. \u00c9s m\u00e9s. Els mitjans m\u00e9s llegits s\u00f3n a Espanya, i els que m\u00e9s han crescut, s\u00f3n els que han apostat m\u00e9s decididament per aquest tipus de pr\u00e0ctiques, afegint-los titulars clickbait i sensacionalisme: 20Minutos, OKDiario i El Huffinton Post. <\/p>\n\n
I no \u00e9s un fenomen local. Diaris internacionals cl\u00e0ssics i de gran prestigi tamb\u00e9 ho fan, com el franc\u00e8s Le Monde, la tarifa 19.360\u20ac, o l’itali\u00e0 La Repubblica, 16.426\u20ac. Per\u00f2 \u00e9s que aix\u00f2 ja ha anat molt m\u00e9s enll\u00e0. Aquest mateix mes de setembre la revista Vulture, cultural del New York Times, descobria que la web dels tom\u00e0quets podrits, Rotten Tomatoes, ha portat aquesta pr\u00e0ctica tan a l’extrem que t\u00e9 Hollywood absolutament acollotat. Per a qui no hi estigui familiaritzat, \u00e9s un referent en el periodisme cultural sobre cinema, que va eliminar els cr\u00edtics de cinema, assegurant que les opinions cr\u00edtiques sobre t\u00edtols, creades per una comunitat d’experts, reflectien de deb\u00f2 el gust del p\u00fablic, i no d’uns intel\u00b7lectuals experts i encimbellats. Acaba de descobrir-se que si una productora paga prou, la seva pel\u00b7l\u00edcula ser\u00e0 qualificada com a preferida pel p\u00fablic, i mentre els cr\u00edtics es graten el cap i diuen el contrari a les seves seccions, gr\u00e0cies a aquest contingut pagat els resultats de Google donen un contundent \u00ab aquesta pel\u00b7l\u00edcula \u00e9s extraordin\u00e0ria, v\u00e9s a veure-la\u00bb. <\/p>\n\n
Un exemple que ens serveix per entendre on ens porta la influ\u00e8ncia del linkbuilding i com s’ha convertit, avui, en l’aut\u00e8ntic Quart Poder. Amb una inversi\u00f3 suficient els primers resultats de Google nom\u00e9s seran els pagats, i les opinions cr\u00edtiques o contr\u00e0ries simplement desapareixeran. Massa avall perqu\u00e8 arribin a alg\u00fa. Pots trobar-les a les xarxes socials, per\u00f2 arriben a menys influ\u00e8ncia, i no oblidem que els continguts pagats es van popularitzar precisament per permetre als mitjans competir amb les xarxes per l’atenci\u00f3 del p\u00fablic sobre les not\u00edcies. I per evitar la capacitat dels teus bloquejadors de publicitat. \u00c9s aix\u00ed com la cr\u00edtica de cinema ha acabat sent gaireb\u00e9 irrellevant, i el documental amb qu\u00e8 va acomiadar Carlos Boyero<\/strong> la seva llarga traject\u00f2ria \u00e9s un bon exemple del canvi d’\u00e8poca en la informaci\u00f3. Que Barbie o Oppenheimer hagin copat la cartellera d’estiu pagant pot, o no, tenir import\u00e0ncia, per\u00f2 pel mateix motiu de les empreses que m\u00e9s linkbuilding<\/em> fan aqu\u00ed, poques vegades llegirem not\u00edcies que parlin dels seus defectes o males pr\u00e0ctiques. Massa baix en els resultats. <\/p>\n","protected":false},"excerpt":{"rendered":"Est\u00e0s llegint una not\u00edcia, article o reportatge al teu diari o revista favorits, i sense advertir-ho acabes de contribuir a que determinada empresa aconsegueixi millor posici\u00f3 als resultats de Google. Potser, entretingut com estaves amb el contingut del text, o simplement perqu\u00e8 no era del teu inter\u00e8s, t’hagi passat desapercebut un enlla\u00e7 a la web […]<\/p>\n","protected":false},"author":1,"featured_media":3776,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[73,83],"tags":[],"class_list":["post-4790","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entretenir-se","category-magazine-ca"],"yoast_head":"\n
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